ECHO, a top brand among landscaping professionals, was ready to expand its reach to homeowners. But not just any homeowners. We set out to speak directly to the yard-obsessed, detail-driven DIY landscapers who spend their weekends perfecting every edge and line. We called them Yarders. Everyday people who care enough about their yard to value the precision and quality of professional-grade equipment.
Our previous work had built ECHO’s reputation around powerful tools, but to win with Yarders, we needed to shift the story. Instead of only proving what ECHO tools can do, we had to show how the tools empower people. That meant owning a cultural moment no brand had yet claimed: the pride and identity rooted in “yarding.”
To authentically connect with this passionate audience, we turned to the place where Yarders share their triumphs, learnings and quirks: social media. And to speak their language, we created Branch Yarderman, a social-first character who embodied everything Yarders feel in their hearts. His content covered yarding philosophy, yarding truisms, yarding wisdom—really anything and everything yarding-related.
Through Branch, we invited homeowners to see themselves as Yarders, see ECHO as the brand that truly gets them and reconsider a category where loyalty is notoriously hard to shift.
To bring Yarders to life on social, we needed a character who felt real to the culture. Not a mascot. Not a spokesperson. A Yarder’s Yarder. Someone who embodied the pride, dedication and slightly obsessive joy that defines those who genuinely love maintaining their yards.
Branch was designed specifically for social content. His voice, pacing and perspective were crafted to fit seamlessly into a viewer’s feed. His dialogue delivered the kinds of small but universal truths Yarders would recognize instantly. Not jokes for everyone. Jokes for the people who know the satisfaction of a perfect mow line. Because if ECHO was going to lay claim to this cultural phenomenon, we had to sound like we belonged there.
We kept the production simple because that’s what feels organic on social. The videos were framed in the style of creator-driven content. They felt spontaneous and unfiltered. Entertainment first, advertising second — with ECHO integrated in a way that felt natural to how people consume content.
All eight videos were shot in a single day, each captured in a continuous take to maintain Branch’s authentic, unscripted energy. That decision solved our biggest challenge: how to break through in a category dominated by product demos and polished videos.
By shifting from a tool-centric message to a people-centric, social-native one, we gave ECHO a voice grounded in culture rather than category norms. Branch Yarderman didn’t just talk about ECHO tools. He embodied the Yarder identity and delivered it in a format where it could spread fast, resonate deeply and entertain along the way.
Branch Yarderman helped us build a world that felt unmistakably social, unmistakably Yarder and unmistakably ECHO.
Branch Yarderman captured attention in feeds, shifted perceptions and drove meaningful behavior in a category where loyalty rarely budges.
At the top of the funnel, he made people stop scrolling. Ad recall on Meta increased 6X, proving that Branch’s yarding wisdom wasn’t just entertaining—but impossible to forget.
That memorability translated into broader brand impact. Brand awareness among homeowners increased by five percentage points during the seven-month campaign, confirming that Branch was helping more audiences discover ECHO.
More importantly, he changed how deeply homeowners thought about the brand. Purchase consideration for ECHO rose 73%. Yarders saw themselves in Branch and, in turn, saw ECHO as a brand built for people like them.
And then came the hardest metric to move in this category: trial. Despite deep-seated loyalty to existing equipment, trial of ECHO tools increased 27%. Branch didn’t just entertain. He moved people to pick up an ECHO tool for the first time.
